01. Wiley X — Omnichannel Brand & eCommerce Design System
Premium Protective Eyewear Brand | Campaign, Product Marketing, eCommerce & Retail
Overview
Wiley X operates in a high-consideration eCommerce environment, where premium protective eyewear requires a balance of technical product education, trust-building, and frictionless purchase pathways.
During my tenure (May 2024 – Jan 2026), I designed across the full digital funnel and broader brand ecosystem—including campaign, product marketing, landing pages, PDPs, retail, and social systems.
My role focused on transforming complex product information into scalable design systems that improved clarity, consistency, and conversion readiness across channels.
02. The challenge
Baseline conversion rates (~1–1.5%) were constrained by product complexity and user friction. The premium price point, technical specifications, and need for trust and clarity required a more structured approach to product communication.
Mixed campaign quality further increased reliance on product pages to perform, making clarity, hierarchy, and storytelling essential for conversion.
Conversion Hypothesis
If we reduce decision friction by restructuring product information into a guided visual system, we can improve engagement depth and increase conversion efficiency across the funnel.
This required shifting from information-heavy product pages to decision-guided eCommerce systems.
03. system solution
What I Designed
Modular eCommerce Design System
Built reusable layout frameworks across landing pages, PDP enhancements, and campaign variations. Standardized hero structure, benefit hierarchy, comparison modules, and trust elements to enable faster production and consistent UX.
Built reusable layout frameworks across landing pages, PDP enhancements, and campaign variations. Standardized hero structure, benefit hierarchy, comparison modules, and trust elements to enable faster production and consistent UX.
Product Storytelling Hierarchy
Reframed how technical eyewear is communicated by prioritizing outcome-driven benefits, supported by visual proof and technical validation: reduced cognitive load and improved scan-to-understand behavior.
Reframed how technical eyewear is communicated by prioritizing outcome-driven benefits, supported by visual proof and technical validation: reduced cognitive load and improved scan-to-understand behavior.
Landing Page System
Designed landing pages as a repeatable system rather than one-off executions. Each page followed a structured flow: value proposition, product relevance, benefit stack, trust reinforcement, and conversion.
Designed landing pages as a repeatable system rather than one-off executions. Each page followed a structured flow: value proposition, product relevance, benefit stack, trust reinforcement, and conversion.
PDP Optimization
Improved product detail pages by elevating benefits above specs, introducing comparison logic, and reinforcing trust through certifications and use-case clarity.
Improved product detail pages by elevating benefits above specs, introducing comparison logic, and reinforcing trust through certifications and use-case clarity.
Paid Media Alignment
Aligned messaging across ads, landing pages, and PDPs to reduce drop-off and improve continuity for high-intent traffic.
Aligned messaging across ads, landing pages, and PDPs to reduce drop-off and improve continuity for high-intent traffic.
04. CAMPAIGN SYSTEMS & ART DIRECTION
Concept-driven campaign systems built for scale.
Developed campaign visuals designed to translate across digital, social, and retail environments while maintaining consistency and flexibility.
Retail Storefront Creative Intierations
Retail Storefront Creative Intierations
Retail Storefront Creative Intierations
Retail Storefront Integration + Mockup
Retail Storefront Integration + Mockup
05. PRODUCT STORYTELLING & DIGITAL ADS
Translating technical performance into visual clarity.
Designed product-focused assets that communicate key features through a clear hierarchy and compelling visual storytelling.
Wiley X + American Sniper Ad Left
Wiley X + American Sniper Ad Right
06. E-COMMERCE EXPERIENCE & CONVERSION DESIGN
Designing for clarity, hierarchy, and conversion.
Created e-commerce assets that simplify decision-making, improve product visibility, and guide users toward purchase.
Custom Shop Flag Badges
07. CONTENT SYSTEMS & SOCIAL DESIGN
Scalable systems for high-frequency content.
Built repeatable frameworks to support consistent publishing across social channels while maintaining brand cohesion.
08. APPAREL & MERCHANDISE DESIGN
Extending brand identity into physical products.
Translated brand visuals into apparel and merchandise, maintaining consistency across wearable formats.
Retail & Environmental
Retail applications designed to reinforce brand presence at the point of purchase.
09. BRAND APPLICATIONS & PHYSICAL EXPERIENCE
Vehicle Branding
Vehicle wrap design extends brand visibility into real-world environments.
Vehicle Wrap Vector Art + Rough Mockup
Vehicle Wrap Vehicle Application
Packaging System
Packaging designed to elevate perceived value through material and structure.
Previous Packaging Design for Retail Peggable and Ship Packaging
Redesigned Peggable Packaging
08. Impact
• Contributed to a multi-platform brand ecosystem spanning e-commerce, retail, and social channels
• Supported an estimated 15–40% growth in social reach and engagement
• Maintained engagement performance aligned with industry benchmarks (~0.5–0.7%)
• Developed scalable design systems that improved production efficiency
• Supported visual rollout during a major brand refresh
